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Apics ~ Overview of Social Media

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Leveraging Social Media
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Apics ~ Overview of Social Media

  1. 1. Overview of Social Media<br />
  2. 2. APICS Presence & Platform Opts<br />APICS currently uses: <br />Facebook ~ 2,000 Facebook "Likes" <br />Twitter ~ 537 followers <br />LinkedIn ~ more than 20,000 members<br />*March 2011<br />
  3. 3. What is Social Media<br />Wikipedia says:<br />“ Media for social interaction using highly accessible and scalable publishing techniques. Web-based technologies to transfer and broadcast media monologues into social media dialogues.”<br />
  4. 4. Examples<br />Facebook<br />Twitter<br />LinkedIn<br />Plaxo<br />YouTube<br />MySpace<br />Merchant Circle<br />Web blogs<br />Wiki<br />Forum<br />Podcasts<br />Social bookmarking<br />
  5. 5. Definition of Industrial Media<br />Industrial media – traditional sources in which people gain information, news, etc. by electronic media and print <br />Examples: <br />Newspapers, Television, Radio, Magazines, Websites, Direct Mail, Postcards, Couponing, Postal Mail/Cards, Telephone<br />
  6. 6. Social vs. Industrial Media<br />Reach – <br /><ul><li>Social is easily global and individual
  7. 7. Industrial is specific</li></ul>Accessibility – <br /><ul><li>Social is available to anyone with a computer and internet access
  8. 8. Industrial is recipient-specific</li></li></ul><li>Social vs. Industrial Media<br />Usability – <br /><ul><li>Industrial requires specialized skills
  9. 9. Social requires typing and basic computer skills</li></ul>Recency – <br /><ul><li>Industrial has time lag
  10. 10. Social Media instantaneous</li></ul>Permanency – <br /><ul><li>Social Media is easy to edit
  11. 11. Industrial: once it’s published, it’s permanent</li></li></ul><li>Dual Interaction<br />Consumer<br />Consumer<br />Industrial Marketing<br />Social Media<br />Your Company<br />Print<br />Website<br />Creates:<br />Loyalty, Education, Retention, Feedback, Branding, Viral, Credibility, Conversation<br />Creates:<br />Education, Branding<br />
  12. 12. Goals<br />Each Platform helps with different goals<br />User Goals could include:<br />Share Information/Knowledge<br />Engage with others<br />Create friendships<br />Help others get to know you personally<br />Strengthen a company's customer relations<br />Strengthen a company’s Brand name<br />Obtain market research/obtain feedback<br />Obtain demographic information about your clients<br />Help you gain market share over your competition<br />
  13. 13. Impact of Social Media<br />Social media is not a strategy or tactic, it’s merely a different channel for communication<br />How you USE it is your strategy<br />The Power to define and control a brand is shifting from corporations and institutions to individuals and communities<br />
  14. 14. Advantages of Social Media<br />Accessible to everyone – <br />Ashton Kutcher vs. CNN – Race to 1 Million<br />“I find it astonishing that one person can actually have as big of a voice online as what an entire media company can on Twitter." <br />Ashton Kutcher, April 17, 2009<br />
  15. 15. Advantage of Social Media<br /><ul><li>Inexpensive
  16. 16. Industrial media typically requires significant resources to publish and disseminate information</li></li></ul><li>Benefits of Social Media<br />No monopoly on thought<br />Reach customers traditional marketing misses<br />Build brand loyalty, demonstrate personality, interactions<br />Feedback from customers/market research<br />Demographic information<br />Cost effective<br />
  17. 17. Downside to Social Media<br />Just because it’s written doesn’t mean it’s true<br />Time consuming<br />Demand on talent – hard to be exciting<br /> and interesting<br />Lose control of your marketing and message<br />ROI is delayed and hard to measure<br />
  18. 18. Social media is not new<br />Just a new way to have a conversation<br />Definition of communication<br />Information has grown<br />Everyone has their own circle of trust – social media helps break into that circle<br />
  19. 19. The 4 Cs of Social Media<br />Contentthat leads to<br /> Conversationthat creates<br />Community that builds<br /> Commerce<br />that is measurable, trackableand REAL<br />
  20. 20. Content that Leads to Conversation<br />Social Media Content <br />Mission: Engagement <br />Elements of Great Social Media Content<br />Mixture of information and regular fresh content<br />Multi-media (video, text, photos, polls)<br />Keyword rich<br />Encourages ACTION<br />
  21. 21. Conversation Creates Community<br />The Big 4 Networks are no longer ABC, CBS, NBC and Fox. <br />They are:<br />LinkedIn – 100 million users (March 22, 2011)<br />Facebook – 600 million users (Jan 2011)<br />Twitter* – 200 million users (March 2011)<br />YouTube – 6 Billion videos, 100,000 million views per day <br />*fastest growing<br />
  22. 22. ConversationCreates Community<br />The point of Social Media is to Educate, Enhance, and Engage<br />You have to learn about your audience, give them what they need or want, and respond to them.<br />Industrial Media: Company talking to Customer. Social Media: The Customer now Talks BackAND Customers talk to each other. <br />
  23. 23. How to Turn Community into Commerce<br />Make Offers that fit the needs of your audience – Create Campaigns<br />Capture Information<br />Follow Up <br />Provide excellent Customer Service<br />Full circle – Direct users back to Your Content<br />
  24. 24. How To Get Started<br />Step One:<br />Determine Your Goals<br />Determine Your Target Market<br />Determine why Should YOU Participate?<br />
  25. 25. How to Get Started<br />Step Two:<br />Determine Your Individual Resources (video camera, knowledge, skills, interests)<br />What can you contribute to your Community?<br />
  26. 26. How to Get Started<br />Step Three:<br />Determine Your Time Commitment (know frequency – i.e. twitter more than blog)<br />Different communities expect different levels of interaction<br />How much time can you devote?<br />
  27. 27. Track & Measure<br />Google Analytics will tell you if visitors click through your social media links to your website or blog<br />Facebook Insights track the interactions you have with the people who “Like” your page<br />Applications to track Twitter results abound – look at Twitter Analyzer, Hootsuite, Twitter Grader<br />Track Patterns<br />
  28. 28. Action Items <br />Do a Web search for your Company to see what sites appear<br />Do a web search for keywords to see where your company ranks (to find these keyword you can go to Google adwords)<br />Find your highest competitor and do the same searches to find out what they are doing<br />
  29. 29. Simple Additions for Brick & Mortar Companies<br />Google Maps ~ Go to Google Places<br />Yahoo Maps ~ Go to Yahoo Local<br />Merchant Circle<br />
  30. 30. Helps Google Ranking<br />
  31. 31. Helps Search Results on Yahoo!<br />
  32. 32. Competitive & Personal Research and Monitoring<br />Industry blogs<br />Google Alerts (http://www.google.com/alerts)<br />Social Mention (www.socialmention.com)<br />
  33. 33. Top 3 Sites<br />LinkedIn – Who you know<br />Facebook – Who you know and what to know better<br />Twitter – Who you don’t know, but want to know<br />
  34. 34. Why LinkedIn?<br />LinkedIn is Where the Professional Influences ARE!<br />Some of the Statistical Highlights<br /><ul><li>Average Age: 41
  35. 35. Household Income: $109,703
  36. 36. Male: 64%
  37. 37. College Grad/Post Grad: 80.1%
  38. 38. Business Decision Maker: 49%
  39. 39. 24% Have a Portfolio Value of $250k+</li></ul>07. Apr, 2009 http://www.linkedstrategies.com/blog/tag/linkedin-statistics<br />Latest LinkedIn Facts<br />LinkedIn has over 90 million members in over 200 countries.<br />A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. <br />Executives from all Fortune 500 companies are LinkedIn members.<br />http://press.linkedin.com/about Jan 2011<br />
  40. 40. Why Facebook?<br /> More than 500 million active users <br />· 50% of active users log on to Facebook in any given day <br />· More than 35 million users update their status each day <br />· More than 60 million status updates posted each day <br />· More than 3 billion photos uploaded to the site each month <br />· More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week <br />· More than 3.5 million events created each month <br />· More than 1.5 Million local businesses have active Pages on Facebook<br />· Pages have created more than 5.3 billion fans<br />Average user:<br />· Average user has 130 friends on the site <br />· Average user spends more than 55 minutes per day on Facebook<br />· Average user writes 25 comments on Facebook content each month <br />· Average user becomes a fan of 4 Pages each month <br />· Average user is invited to 3 events per month <br />· Average user is a member of 13 groups<br />http://www.facebook.com/press/info.php?statistics July 2010<br />
  41. 41. Why Twitter?<br /><ul><li>Fastest Growing Member Community Destinations in February 2009
  42. 42. Grew 1382% from Feb 08 to 09.
  43. 43. Twitter Most Popular Among Working Adults
  44. 44. February 2009 the largest age group on Twitter was 35-49
  45. 45. Twitter On The Move
  46. 46. Takes advantage of the Text Message mentality</li></ul>Nielsenwire March 18, 2009<br />
  47. 47. Advanced Use of LinkedIn<br />Overview of Profile<br />How to Prospect<br />Set up a Follow-up System<br />
  48. 48. LinkedIn Profile<br />
  49. 49. Making YOUR Profile Attractive<br />Have a professional picture<br />LOGO<br />
  50. 50. Contact View<br />You can send them messages through LinkedIn<br />Shows that they are a 1st Degree Connection to you<br />How many Connections they have on LinkedIn<br />
  51. 51. Your Contact’s Connections<br />
  52. 52. A Group Contact<br />Since we share a group, they are open to receiving a message from me<br />Degree of separation<br />Who could introduce us<br />
  53. 53. Not Connected Nor in Group<br />Can’t send a free message<br />Tells you how you are connected<br />
  54. 54. 3rd + Degree Contact<br />How many Degrees Away<br />How you are connected<br />
  55. 55. How to Connect<br />Through Websites<br />Joining Groups they belong to<br />Upgrade<br />
  56. 56. Benefits of Groups<br />You can view all of the members of a group<br />
  57. 57. How Will People Contact YOU?<br />Make sure you add up to 3 websites<br />
  58. 58. Company Search<br />
  59. 59. Utilize Your Status Update<br />Appears on your Contact’s main page.<br />It is tracked on your Profile History.<br />Helps you stay front of mind with your contacts.<br />Frequency – once a day no less than once a week<br />
  60. 60. Risk vs. Reward of Social Media<br />Your Competitors are not waiting<br />Conversation is occurring with or without YOU!<br />
  61. 61. Manage Risk<br />Do set up a Social Media Policy<br />Create Social Media Training<br />Identify Handful of Employees to be Brand’s Spoke’s person<br />Start off small so that you can manage growth<br />
  62. 62. Time = Money<br />Set up Integration with Social Media Sites<br />Schedule tasks before logging in<br />Be careful not to Automate too much<br />
  63. 63. Wrap Up<br />Not Everybody is on Social Media. So traditional Marketing is still effective.<br />Social Media is evolving QUICKLY<br />Social Media is a Marketing Avenue that Works – if the right Goals/Strategies are in place<br />Social media is a growing platform & cannot be ignored if a company is to be successful<br />
  64. 64. Thank You!<br />Darrah Courter<br />www.ripplingeffect.com<br />